Fenesta urges India to #ShutTheShor through its campaign against noise pollution

The first phase of the campaign is live across radio, print, digital, and social media channels…

ETBrandEquity

December 02, 2019, 15:44 IST

The campaign addresses the issue of increasing noise pollution in India's metros.DCM Sriram’s Fenesta rolled out its new campaign #ShutTheShor which aims to raise awareness on noise pollution. The first phase of the campaign is live across digital and social media platforms.

Fenesta is involved in the manufacture of windows and doors designed for noise insulation, weather-resistance, energy conservation, and insulation against dust.

The campaign is based on the insight that noise pollution is becoming an increasingly irritating issue, especially for those residing in metro cities like New Delhi, Mumbai, and Kolkata. The campaign is based on everyday causes of noise pollution like the harsh blaring of horns, loud speakers blaring music during public or private functions, and noisy parties in the neighbourhood.

Saket Jain, business head, Fenesta said, “Noise pollution has moved on from being just an irritant. There is enough research to illustrate how constant exposure to noise can affect our physical and emotional health. Therefore, being a strong advocate of ‘peace of mind’, we just had to do something about it, and we are proud that we did something to curb noise pollution. The campaign also invites citizens to come and raise their voice against this rising problem.”

Considering the rising prevalence of noise pollution in cities, Fenesta conceptualized the campaign #ShutTheShor which aims to promote peace and shut the unwanted noise from every part of our lives.

The campaign kicked-off with an initiative on Radio Mirchi 98.3 which was supported by engagement initiatives across various digital and social media platforms. The first leg of the campaign saw RJ (radio jockey) Naved celebrate ‘Shorless Diwali’ with the hearing impaired children. The video of the party on social media was widely shared.

Additionally, RJs of Radio Mirchi will drive the campaign each in their own different ways to ensure that the message reaches as many people as possible. To give the campaign further impetus the brand launched a film on all digital platforms. The film illustrates the various causes of noise pollution, along with the excuses that that people tend to give to justify making noise.

This is further being supported by initiatives on social media and other activities will continue year round. Post-release of the video, a contest was launched asking the audience to click a selfie and post in the comment section to raise voice against noise.